Lending your network to someone else, particularly a competitor, can feel distracting to customers or even dangerous. Questions like “what if I lose customers?” or “why should I spend my time spreading the word about another person’s business?” often arise. Yet, every business, big or small, can benefit from partner marketing.
What is Partner Marketing?
A decided motion or agreement to advocate for another business, lending them space in your external communications. Ideally, followed by an exchange, but not always. In other words, spreading the word about another business, with or without return.
Why should I try it?
People nowadays are building relationships with the businesses that provide them products and services they care about. Humanity behind the business is attractive. If your business was human — should it win many advocates talking only about itself? Likely not. You want engagement and certainly, variety in your communication style!
Network benefits
Partner marketing has hidden benefits. Linking to another network on social networks (Facebook, Twitter, Linkedin) makes you look good, as well as exposing you to the entire network of the business you mention. If people from a different network catch your message, they may follow it to your business, winning you more of a following.
Do it strategically
If your business is niche, don’t shout-out to a similar business model. A shout-out is in some ways a recommendation, so try mentioning a business that you interact with often, outside of your industry at first. This business could be one of your suppliers, maybe a favored lunch spot, or a prospective client. Engaging socially often starts great conversations.
Conversations
Usually when you recommend another business, customers will start discussing their shared admiration in the comments section of the message. Maybe customers will even speak to you directly regarding the message. It’s a great ice breaker!
This type of network activity makes your business look social, engaged, and friendly. It also shows search engines how active your business is, which helps for SEO in search ranking. Discussions are Google-friendly.
If your mention was of prospective client or business affiliate, you might be delighted to start a discussion on a mutual interest that could serve you later on.
“Always be closing“
Imagine landing in an exciting business relationship by way of a mention on Facebook, Twitter, of Linkedin. The reality is, most relationships have to start somewhere! Beginning a great relationship on preferred social networks can act as a wonderful lead for further, more involved, more valuable conversations.
How often is it successful to pitch your proposal at the handshake? Try starting somewhere more innocent like Instagram and working your way up to a client meeting.
Example
Here, Salt & Straw Ice Cream (Portland, OR) gives a local Peanut Butter and Jelly Food Cart, PBJ, a shout-out! Although the original post is a discussion from Salt & Straw on how to build the best milkshake, they take a moment to include a mention of network affiliates.
Notice, the mention is attached to media, which is easily sharable. This type of social media savvy might return some gratitude from PBJ, likely spreading the video attached even further across business networks.
The more people who see this video, the more it is liked and shared. Likes and shares equate to momentum, which in turn leads to search rankings in Google. In short, one small mention from Salt & Straw could lead to a cascading effect of social visibility and popularity, bringing a whole new definition to the value in kindness.
Salt & Straw Ice Cream in Portland, OR gives PBJ a shout-out on social media in a strategic, exemplary way.
Andrew Grossman, owner of Pathos Marketing.
About the Author: Andrew Grossman is a business owner and an active Social Media Marketing professional in Portland, OR. He has experience building brands, communities, and social campaigns for small businesses, as well as corporate entities. Andrew has a passion for search engine marketing and optimization, practicing both organic SEO and paid search advertising. In his free time, he writes for his professional blog, he writes guest posts for Undergrad Success , and he also advises social startup ventures, making community impact. Connect with Andrew on Linkedin or follow him on Twitter! Business inquiries welcome.
